Guinness: From the Black Stuff to Digital Gold

guinness-from-the-black-stuff-to-digital-gold

[[p]]Guinness isn&rsquo;t just a beer. It&rsquo;s one of the world&rsquo;s greatest, and oldest, branding success stories. For over 250 years, the iconic black stout with the creamy white head and harp logo has been captivating drinkers and marketers everywhere.&nbsp;[[/p]]

[[p]]What began in a small brewery in Dublin, Ireland has evolved into a global phenomenon, brewed in 40 countries and savored in over 120. Today, you&#39;re just as likely to find someone enjoying the &#39;black stuff&#39; in downtown Lagos as you are a tourist in Dublin&#39;s Temple Bar.[[/p]]

[[p]]Some of the biggest-selling markets for Guinness Draught include Great Britain, Ireland, Nigeria, US, and Cameroon. In 2024, the company had a brand value of &euro;2.4 billion, according to Brand Finance and saw a surge in popularity and sales, boosted by its non-alcoholic version, Guinness 0.0.&nbsp;[[/p]]

[[p]]Plus, there&rsquo;s a crucial string to Guinness&rsquo;s bow [[strong]]&ndash;[[/strong]] its creative and emotive advertising campaigns. From the galloping horses of the &#39;surfers&#39; ad, to the &ldquo;Looks Like Guinness&rdquo; campaign, Guinness manages to get people talking and the brand mentioned on a global scale.&nbsp;[[/p]]

[[p]]There&rsquo;s also the Guinness Storehouse (one of biggest tourist attractions in Ireland), the iconic posters that are now seen as collectors&#39; items, and the brand&rsquo;s dedication to brand consistency.&nbsp;&nbsp;[[/p]]

[[p]]Despite increased competition from other brands [[strong]]&ndash;[[/strong]] big and small [[strong]]&ndash;[[/strong]] the historic drink is still going strong and is currently seeing shortages in supply due to the [[a href="https://www.theguardian.com/business/2024/dec/22/guinness-shortages-uk-irish-reserves" target="_blank"]]growing demand by Gen Z drinkers[[/a]]: a fascinating story in itself![[/p]]

[[p]]So how did Guinness operate and change as a brand over two and a half centuries? And what digital marketing strategies does it use to stay front of mind in homes and pubs across the world?[[/p]]

[[p]]Let&rsquo;s find out by exploring:[[/p]]

[[ul]]
	[[li]][[a href="#heading_79605"]]What&rsquo;s the history of Guinness?[[/a]]&nbsp;[[/li]]
	[[li]][[a href="#heading_79608"]]Capitalize on heritage[[/a]][[/li]]
	[[li]][[a href="#heading_79612"]]Focus on good advertising[[/a]][[/li]]
	[[li]][[a href="#heading_79620"]]Stay in tune with or ahead of customers[[/a]][[/li]]
	[[li]][[a href="#heading_79626"]]Leverage user-generated content[[/a]][[/li]]
	[[li]][[a href="#heading_79632"]]Use social listening[[/a]][[/li]]
	[[li]][[a href="#heading_79650"]]Build online communities[[/a]][[/li]]
	[[li]][[a href="#heading_79656"]]Don&rsquo;t get pigeonholed[[/a]][[/li]]
	[[li]][[a href="#heading_79662"]]Reflect and learn[[/a]][[/li]]
[[/ul]]

[[p]]The brand we all know today was founded by Arthur Guinness in 1759. He was an entrepreneur and philanthropist who began brewing ales at St. James&#39;s Gate Brewery in Dublin. In a shrewd move, he signed a 9,000 year lease for the brewery for just &pound;45 a year and exported the dark stout to Great Britain, ten years later in 1769.&nbsp;[[/p]]

[[p]]In 1886, Guinness became a public company, and was averaging sales of 1.138 million barrels a year. This was despite the brewery&#39;s refusal to advertise or offer discounts because it preferred to rely on the quality of its beer to attract customers. When it did advertise, it was with the stipulation that the ads had to match the quality of the&nbsp;product.&nbsp;[[/p]]

[[p]]In that time, the company pioneered a number of initiatives such as quality control and generous welfare... and even housing schemes for employees.&nbsp;&nbsp;[[/p]]

[[p]]In 1936 the first Guinness brewery outside Dublin was opened in London followed by its first overseas brewery in Nigeria, which opened in 1962. This was followed by Malaysia, Jamaica, Ghana, and Cameroon.[[/p]]

[[p]]Due to declining sales in the 1970s, the company decided to make Guinness more &#39;drinkable&#39; and lighter by reducing the gravity [[strong]]&ndash;[[/strong]] a measure of its density and potential alcohol content [[strong]]&ndash;[[/strong]] to incorporate pale malt and hop extract in the brewing process. These changes resulted in the relaunch of Guinness Extra Stout in 1981.&nbsp;[[/p]]

[[p]]In 1988, Draught Guinness in a can was launched, which&nbsp;used a widget to recreate the creamy surge from a tap. This innovation won the Queen&#39;s award for technological achievement in 1991.[[/p]]

[[p]]In 1997, Guinness merged with a leisure, manufacturing, and property conglomerate Grand Metropolitan to form Diageo: this is now a multinational alcoholic beverage company with over 200 brands. As part of the merger, Guinness retained the rights to its product and trademarks.&nbsp;[[/p]]

[[p]]In 2017, Guinness broadened its market by making its beer suitable for vegetarians and vegans by avoiding the use of fish bladders in the filtration process. More recently, it has very successfully leveraged the booming non-alcoholic market by launching the very successful Guinness 0.0 in 2020.&nbsp;[[/p]]

[[p]]As a result, Guinness has become the UK&rsquo;s best-selling draft beer, accounting for one in every nine pints pulled in pubs. While sales increased by 19% across Europe, a YouGov survey crowned it the most recognized and popular beer brand in the UK, according to [[a href="https://www.raconteur.net/economy-trends/how-guinness-became-uks-favourite-pint" target="_blank"]]Raconteur[[/a]].[[/p]]

[[p]]This has caused shortages of the black stuff, forcing some pubs to introduce rations. The lack of supply has even made it to the Irish Embassy in the UK and led to jokes about Ireland&rsquo;s relations with its neighbours as to &ldquo;whether we&rsquo;ll have to hand over some of our Guinness&rdquo; to tide the British over, according to [[a href="https://www.irishtimes.com/world/uk/2024/12/18/ration-cards-back-as-thirsty-britons-fret-about-a-shortage-of-irelands-national-stout/" target="_blank"]]the Irish Times[[/a]].[[/p]]

[[p]]So what are the key characteristics of the Guinness marketing magic? And how can other brands learn from them?[[/p]]

[[p]]When a brand has this much history, it would be remiss to not capitalize on it! As an Irish brand, Guinness leans into the association with the country by celebrating a global event like [[a href="https://digitalmarketinginstitute.com/blog/st-patrick-the-ultimate-brand-ambassador" target="_blank"]]St. Patrick&rsquo;s Day[[/a]]. Its famous harp logo was created to emulate the official symbol of Ireland, going all the way back to the medieval high kings.&nbsp;[[/p]]

[[p]]But it was creating a homegrown experience that really helped set Guinness apart. The 2000 launch of the Guinness Storehouse at the old fermentation plant of the brewery celebrated its origins. The Storehouse provided an immersive experience and captured the imaginations (and attentions) of younger consumers who may never have considered drinking stout before.&nbsp;[[/p]]

The Guinness Storehouse Credit: One Girl, Whole World

[[p]]It&rsquo;s also the product that helps Guinness to be widely recognized. The black and white layers of the drink are synonymous with the brand and they have become an important part of marketing and advertising campaigns because they provide simple brand recognition.&nbsp;[[/p]]

[[p]][[em]]&ldquo;Most brands would kill for the [visual] assets that Guinness has. They don&rsquo;t come more distinctive than the harp logo and the black and white. The recognition is unparalleled,&rdquo;[[/em]] says David Jenkinson, partner at branding agency Pearlfisher.[[/p]]

[[p]]Despite the lack of promotional activity in the early days (for 170 years!), Guinness is now known for its creative, clever, and sometimes spectacular advertising campaigns.&nbsp;[[/p]]

[[p]]The first Guinness advertisement came out in 1929 featuring the slogan "Guinness Is Good For You" in the [[em]]Daily Chronicle[[/em]] in the UK. This was followed by ads and posters designed by artist John Gilroy that featured a zookeeper and mischievous animals that continued for many years, and the originals are now collectors&#39; items.[[/p]]

Poster created by John Gilroy for Guinness Credit: New World

[[p]]The brand&rsquo;s first foray into television began in 1955 and it went on to create campaigns that celebrated not only the brand and product, but the diversity of people and community.[[/p]]

[[p]]One that took the public and marketing community by surprise was &#39;The Surfer&#39; commercial launched on St. Patrick&rsquo;s Day in 1999.&nbsp;[[/p]]

[[p]]It shows a surfer waiting for the perfect wave [[strong]]&ndash;[[/strong]] to echo a Guinness drinker at a pub waiting for a pint to settle [[strong]]&ndash;[[/strong]] before a herd of horses appear as the sea. The commercial received numerous awards and was hailed as how a brand should advertise.&nbsp;[[/p]]

[[p]]More impactful television and cinema campaigns followed. In fact, there are so many great examples that Guinness has its own list on [[a href="https://www.campaignlive.co.uk/the-work/advertiser/guinness/7375" target="_blank"]]Campaign&rsquo;s website[[/a]] to choose from!&nbsp;&nbsp;[[/p]]

[[p]]Despite this success, the brand knew it had to also leverage the digital channels on offer. Enter social media, as Guinness shot a series of vertical videos for Facebook and Instagram in 2017 for the &lsquo;Compton Cowboys&rsquo; campaign. These featured as videos and ads on the platforms to reach a new audience.&nbsp;[[/p]]

Stills from a set of vertical videos created for Guinness by agency AMV BBDO

[[p]][[em]]&ldquo;It was always our intention [[/em]][[strong]]&ndash;[[/strong]][[em]] or our hope, anyway [[/em]][[strong]]&ndash;&nbsp;[[/strong]][[em]]that the social [content] could be as good as the TV. It had to be incredibly visual, because if we just told a great narrative, it wouldn&rsquo;t work in a cut-down, so the narrative had to do all the right things from a Guinness strategy point of view but also be incredibly arresting,&rdquo;[[/em]] Martin Loraine, Creative Director of ad agency AMV BBDO told [[a href="https://www.marketingweek.com/facebook-instagram-guinness/" target="_blank"]]Marketing Week[[/a]].&nbsp;[[/p]]

[[p]]To execute integrated marketing campaigns and communications, Guinness has an in-house marketing mix modelling system called Catalyst. This helps the marketing team to understand the right media to use, in which situations, in what combinations, and across which sequences.[[/p]]

[[p]]Even an established and successful brand needs a [[a href="https://digitalmarketinginstitute.com/blog/5-benefits-of-having-a-digital-marketing-strategy" target="_blank"]]marketing strategy[[/a]]&nbsp;to help it continue to grow. And strategy is something that Guinness is very good at.&nbsp;[[/p]]

[[p]]The key to success for Guinness is to try to stay ahead of consumers. And this means understanding the external environment but also knowing the entry points where a consumer may come across a brand and then be present in them.&nbsp;[[/p]]

[[p]]For example, while Guinness has been active in appealing to [[a href="https://digitalmarketinginstitute.com/blog/youth-marketing" target="_blank"]]younger consumers[[/a]] for a number of years through ads and [[a href="https://digitalmarketinginstitute.com/blog/influencer-marketing-guide" target="_blank"]]influencer marketing[[/a]], a big break came in 2023. Kim Kardashian posted a photo drinking a Guinness, followed by Olivia Rodrigo wearing a &ldquo;Guinness is Good 4 U&rdquo; t-shirt when performing in Dublin the following year.[[/p]]

IG post of Olivia Rodrigo wearing a ‘Guinness is Good 4 U’ t-shirt in concert

[[p]]This activity and the social media buzz that followed led to Guinness&rsquo;s usage among young UK adults significantly increasing in the second half of 2024, according to data from [[a href="https://theharrispoll.com/briefs/social-media-buzz-boosts-uk-demand-for-guinness-among-young-adults/" target="_blank"]]QuestBrand[[/a]].[[/p]]

Graph of Guinness usage amongst young adults in the UK 

[[p]]But it&rsquo;s not just about young people. Guinness wants to continue to resonate with the people who drink its stout, but it also wants to keep evolving to tap into other markets and make an impact in communities.&nbsp;[[/p]]

[[p]][[em]]&ldquo;Our focus isn&rsquo;t just on riding trends but on shaping enduring cultural moments that make a real impact on the brand,&rdquo;[[/em]] Gr&aacute;inne Wafer, Global Director for Beers at Diageo told [[a href="https://lbbonline.com/news/guinness-grainne-wafer-marketing-strategy-better-together" target="_blank"]]Little Black Book[[/a]]. [[em]]&ldquo;Notably, we&rsquo;re reaching new audiences, including a 27% increase in women drinkers in Great Britain.&rdquo;[[/em]][[/p]]

[[p]]Guinness is one of those brands that people love to share online. The differentiator is that it&rsquo;s not only campaigns or ads that people share, it&rsquo;s the product itself through [[a href="https://digitalmarketinginstitute.com/blog/how-to-use-user-generated-content-ugc-with-4-great-examples" target="_blank"]]user-generated content (UGC)[[/a]].&nbsp;&nbsp;[[/p]]

[[p]]A lot of time is dedicated on [[a href="https://digitalmarketinginstitute.com/blog/how-to-choose-the-best-social-media-channels-for-your-business" target="_blank"]]social media channels[[/a]] to how Guinness is poured. This is because to do it properly, it needs to be held at a 45 degree angle and settle before being topped up.&nbsp;[[/p]]

[[p]]As a result, the hunt for the perfect pint is a regular post on social accounts, with people even dedicating feeds to bad pours (such as [[a href="https://www.instagram.com/shitlondonguinness/" target="_blank"]]@shitlondonguinness[[/a]]) and great ones (such as&nbsp;[[a href="https://www.instagram.com/beautifulpints/?hl=en" target="_blank"]]@beautifulpints[[/a]]).&nbsp;[[/p]]

Screenshot of Instagram feed from @shitlondonguinness showing examples of poor Guinness pours

[[p]]There&rsquo;s also the trend of &#39;splitting the G&rsquo;. This is where drinkers gulp Guinness with the hopes that the horizon between the stout and the foam falls in the middle of the &#39;G&#39; on a branded pint glass, according to [[a href="https://www.irishtimes.com/business/2024/12/04/splitting-the-g-why-everybody-in-the-us-is-drinking-guinness/" target="_blank"]]The Irish Times[[/a]]. This challenge went viral on social media, with celebrities including the Jonas Brothers getting in on the act.&nbsp;[[/p]]

[[p]]This wealth of UGC means that Guinness has an incredible amount of content it can promote or share. It also allows the brand to get insights into what people think of its product and look at ways to make it even better through social listening.[[/p]]

[[p]][[em]]&ldquo;We made several key shifts: moving from big, polished TV ads to more flexible, user-generated content; working closely with creators and collaborators; and transitioning from a rigid brand experience to more inclusive ones,&rdquo;[[/em]] concluded Gr&aacute;inne Wafer.&nbsp;[[/p]]

[[p]]While many brands may cite [[a href="https://digitalmarketinginstitute.com/blog/why-your-brand-should-shut-up-start-social-listening" target="_blank"]]social listening[[/a]] as an important part of marketing, the majority don&rsquo;t use the tactic to its full potential. Guinness is different!&nbsp;[[/p]]

[[p]]For example, the brand wanted to use social listening to&nbsp;find out how people enjoyed the drink outside of a pub environment.&nbsp;[[/p]]

[[p]]By listening to consumers and engaging super fans, Guinness learned that people wanted to pour a pint at home in the proper way&nbsp;[[strong]]&ndash;[[/strong]] not just from a can. As a result, the Nitro Surge was born, a device that allows fans to pour a perfect pint of Guinness wherever they may be.&nbsp;[[/p]]

[[p]]The company even accompanied the launch with an ad that parodied the infamous &#39;Dancing Man&#39; advert to show a &#39;Dancing Can&#39;.[[/p]]

[[p]]Another practical example of social listening was during the pandemic when pubs were shut and people had to stay at home. During lockdowns, Guinness spotted a trend for people to post photos of objects that looked like a pint of Guinness. It spun this into the #LooksLikeGuinness campaign to celebrate the reopening of pubs.[[/p]]

Post on X for #LookslikeGuinness campaign

[[p]]Social listening is not only about brand mentions and trends, however. It offers a way for companies to see opportunities and understand what consumers are interested in and looking for. By doing it well, you can get insights that can be turned into impactful campaigns or messaging.&nbsp;[[/p]]

[[p]]A [[a href="https://digitalmarketinginstitute.com/blog/social-media-marketing-trends#heading_79058" target="_blank"]]social media trend[[/a]] that we&rsquo;ve noticed [[strong]]&ndash;&nbsp;[[/strong]]and that Guinness capitalizes on [[strong]]&ndash;&nbsp;[[/strong]]is the growing importance of building communities.&nbsp;[[/p]]

[[p]]While influencer marketing can still be effective, there&rsquo;s a lot to gain from involving customers in marketing activities, not only to gain insights but also for impactful [[a href="https://digitalmarketinginstitute.com/blog/a-guide-to-word-of-mouth-marketing" target="_blank"]]word of mouth marketing[[/a]].&nbsp;[[/p]]

[[p]]To tap into its loyal customer base, Guinness introduced &lsquo;The Rituals&#39;: a series of community-driven actions that encourage fans to share and personalize their Guinness experience[[/p]]

[[p]][[em]]&ldquo;Think of these rituals as inside jokes, ways to signal that you&rsquo;re part of the &lsquo;in-crowd&#39;,"[[/em]] says Wafer. She believes they create a sense of belonging and build loyalty while reaching millions on social media and fostering a shared identity among Guinness drinkers.[[/p]]

[[p]]One of the most successful initiatives within &lsquo;The Rituals&rsquo; is the &lsquo;tilt test&rsquo;. This user[[a href="https://digitalmarketinginstitute.com/blog/how-to-use-user-generated-content-ugc-with-4-great-examples"]]-[[/a]]generated[[a href="https://digitalmarketinginstitute.com/blog/how-to-use-user-generated-content-ugc-with-4-great-examples"]] [[/a]]initiative saw young adults post themselves tilting their glass to assess the creaminess and quality of a pint.&nbsp;[[/p]]

[[p]]This community approach resulted in an 182% growth in earned reach for rituals, which act as recruitment tools, attract new audiences, and build fandom on a large scale.[[/p]]

[[p]]When you look at the website traffic on Similarweb to Guinness.com from social channels, the one that drives the most by far is community-based [[a href="https://digitalmarketinginstitute.com/blog/the-marketers-guide-to-reddit" target="_blank"]]Reddit[[/a]] at 58.5%, compared to Facebook at 33.7% and YouTube at 7.4%.&nbsp;[[/p]]

Social media traffic graphic Credit: Similarweb

[[p]]The group on Reddit has nearly 10,000 members who share pictures of Guinness (good and bad). It is also a forum where people can share their thoughts, ask advice, and recommend places to enjoy a pint.&nbsp;[[/p]]

[[p]]It goes to show that nurturing a community can reap rewards for a brand and it can make your customers feel good about supporting you by feeling listened to and engaged.&nbsp;[[/p]]

[[p]]When it comes to branding, it&rsquo;s easy for brands to get pigeonholed. What that means is that they are popular for a particular season or see sales peak due to an event or governed by customer preferences.&nbsp;[[/p]]

[[p]]Guinness could have easily fallen into that trap. It could have been seen as just a stout from Ireland that people enjoy in front of a fire in Winter. Instead, the company has strategized over and over again, thinking how to leverage every season and occasion to be front of mind but also create a positive feeling.&nbsp;&nbsp;[[/p]]

[[p]]So Guinness doesn&rsquo;t limit itself to one thing. Sure, it focuses on promoting its product through advertising at key times and seasons, but it looks at other avenues and ways to permeate human consciousness.&nbsp;[[/p]]

[[p]]Take the [[em]]Guinness World Records[[/em]] book that has been published every year since 1955 and is found under many Christmas trees around the world. It was the brainchild of Sir Hugh Beaver, the then managing director of the Guinness Breweries. He went shooting and was curious about the fastest game bird in Europe, but nobody could agree on the answer. So a reference book that lists world records of human and animal achievements was born.[[/p]]

Screenshot of the Guinness Book of Records

[[p]]There&rsquo;s also Guinness&rsquo;s sponsorship of big sporting events, such as the Rugby World Cup and most recently the Premier League. All of this helps get its brand in front of sporting fans and aims to pull on the heart strings to use the drink to bring people together.&nbsp;[[/p]]

[[p]]This [[a href="https://www.youtube.com/watch?v=CQ4yTptfmlk" target="_blank"]]ad features[[/a]] two brothers [[strong]]&ndash;[[/strong]] Miracle and Abidemi [[strong]]&ndash;[[/strong]] bringing their community together to watch football matches in Nigeria.[[/p]]

[[p]]With ongoing discussions about the negative associations of [[a href="https://www.irishexaminer.com/news/arid-41567983.html" target="_blank"]]alcohol being promoted at sporting events[[/a]], Guinness has the opportunity to still engage in sponsorship by promoting its non-alcoholic line instead [[strong]]&ndash;[[/strong]] another savvy move, despite this causing some controversy as Irish youth groups say that young people cannot discern between the alcohol and alcohol-free versions in advertising, according to [[a href="https://www.irishtimes.com/ireland/2025/03/05/advertising-zero-alcohol-drinks-a-flagrant-breach-of-laws-campaign-group-claims/" target="_blank"]]the Irish Times[[/a]].&nbsp;[[/p]]

[[p]]This may seem obvious but many companies fail to take this step seriously. It&rsquo;s important to take time at the end or start of every year and reflect on what&rsquo;s gone before.&nbsp;[[/p]]

[[p]]This means looking at your KPIs and objectives, and pitting them against your marketing activities. What were the successes? What were the underperformers? This could be a campaign or a digital channel. It&rsquo;s all about looking at what&rsquo;s gone before so you can double-down on what&rsquo;s worked and try to tweak or abandon what hasn&rsquo;t worked.&nbsp;[[/p]]

[[p]]Guinness does this through a &#39;rigour of learning&#39;, something that&nbsp;[[a href="https://www.marketingweek.com/ritson-guinness-britains-most-popular-pint/" target="_blank"]]Mark Riston[[/a]], global brand consultant and teacher,&nbsp;says is built into Diageo&rsquo;s DNA as a company.&nbsp;[[/p]]

[[p]]It&rsquo;s also about making short-term and long-term plans. Use business metrics such as lead generation or revenue to measure the short-term and then reach for the stars in the long-term by looking at brand meaning or recognition.&nbsp;[[/p]]

[[p]]The key thing to take away as a marketer when it comes to Guinness is to focus on KBA&rsquo;s or &lsquo;key brand assets&rsquo; (as coined by Diageo). By doing that, a brand can&nbsp;appeal to any market at any time making the opportunities endless.&nbsp;&nbsp;&nbsp;[[/p]]

[[p]]The alcoholic beverages market is expected to grow by 37% percent by 2028 to over $2.1 trillion, according to [[a href="https://www.statista.com/markets/415/topic/464/alcoholic-beverages/#statistic1" target="_blank"]]Statista[[/a]].&nbsp;[[/p]]

[[p]]This huge growth means that there are a lot of companies looking to capitalize on the opportunities available, making the alcohol beverage industry highly competitive. Also, consumers&rsquo; tastes are always changing [[strong]]&ndash;[[/strong]] something Guinness is well aware of [[strong]]&ndash;[[/strong]] as people want new tastes or innovative packaging, like pre-mixed or ready-to-go drinks.[[/p]]

[[p]]There&rsquo;s also a growing trend of people drinking less alcohol. Research by Gallup found that 62% of adults under the age of 35 say they drink, a decrease of 10% compared to two decades ago. And young adults such as Gen Z drink less frequently and are less likely to drink to excess.&nbsp;[[/p]]

[[p]]&ldquo;It is becoming clear that, for whatever reasons, today&rsquo;s younger generations are just less interested in alcohol and are more likely than older generations to see it as risky for their health and to participate in periods of abstinence like Dry January,&rdquo; said National Institute on Alcohol Abuse and Alcoholism George F. Koob in a statement reported by [[a href="https://time.com/7203140/gen-z-drinking-less-alcohol/" target="_blank"]]TIME magazine[[/a]].&nbsp;[[/p]]

[[p]]This means that the drinks industry needs to look at new opportunities such as low alcohol or non-alcohol alternatives. Guinness is already ahead of the game as its Guinness 0.0 is now Britain&rsquo;s [[a href="https://www.thegrocer.co.uk/news/guinness-00-leapfrogs-heineken-00-to-become-uks-biggest-alcohol-free-beer/693924.article" target="_blank"]]best-selling non-alcoholic beer[[/a]] resulting in the company doubling its output.&nbsp;[[a href="https://www.youtube.com/watch?v=8Gwk49YIrfk&amp;rco=1" target="_blank"]]This Guinness 0.0 ad[[/a]] set on a remote Scottish island was a 2024 favorite.[[/p]]

[[p]]It&rsquo;s also about doubling down on initiatives that have worked such as the Guinness Storehouse. A plan to create another immersive in-person experience is due to launch in London in 2025 by creating a &lsquo;culture hub&rsquo; in the heart of Covent Garden, that promises a &ldquo;grain-to-glass immersive visitor experience&rdquo;.&nbsp;[[/p]]

[[p]]The endurance of the Guinness brand shows that it knows what it&rsquo;s doing when it comes to engaging customers. It never stops capitalizing on its heritage and links to Ireland to keep loyal customers back. At the same time user-generated content and social media keep creating new customers from all ages and walks of life.&nbsp;[[/p]]

[[p]]Who knows what&rsquo;s next as they embrace AI&hellip;[[/p]]

[[p]]There&rsquo;s no better or faster way to break into the digital industry than with a digital marketing certification. DMI&rsquo;s certified and industry aligned [[a href="https://digitalmarketinginstitute.com/students/courses/professional-diploma-in-digital-marketing" target="_blank"]]Professional Diploma in Digital Marketing[[/a]] will teach you the fundamentals of digital marketing, show you how to leverage AI in your marketing activities and simple ways to cultivate soft skills. You&rsquo;ll also explore key channels such as email marketing, social media, SEO, content marketing, and display and video advertising to execute successful marketing campaigns in any industry.[[/p]]

[[p]]In the run up to St. Patrick&rsquo;s Day every March, social feeds fill up with videos of people comparing pints &ndash; like this one from The Nudge, an essential guide to London.&nbsp;[[/p]]

Guinness: From the Black Stuff to Digital Gold

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